The keys to online success for jewelers? Having a responsive website and investing in targeted social media advertising, according to Alex Fetanat’s “Roadmap to Successful Web Presence and Online Marketing” seminar Thursday, May 30, at JCK Las Vegas. Fetanat, CEO of GemFind said a jeweler’s website should be more than just a digital business card; rather, it should be an interactive destination where customers can get educated, browse for product, and buy into your store’s credibility enough to visit it in person

1. Roadmap
to Successful Web Presence
and Online Marketing
ALEX FETANAT, FOUNDER/CEO

2. • Today, almost every
business, has some kind of
website. (45% still don‟t!!)
• Just having a website isn't
enough anymore.
• The marketing world as we
know it has dramatically
changed over the last
several years .
THE DIGITAL MARKETING

3. WHAT IS ONLINE MARKETING?
• In its simplest form, the term online
marketing refers to using the power of
Internet advertising to generate a
response from your audience.
• The Internet has now become a primary
tool for the delivery of information
• Online marketing is more convenient,
affordable, and provides the opportunity
for companies to track results as a
campaign progresses.
• Online marketing allows even the
smallest of companies to compete in a
global marketplace.

4. • The Internet has now become a
primary tool for the delivery of
information
• Your customers are researching
your products online, they are
comparison shopping and visiting
your competitor’s websites.
• Customers now expect instant
online access to your company
information, services and your
products.
• Research and purchase now take
place at accelerated speed.
EVERY BUSINESS NEEDS AN
ONLINE MARKETING STRATEGY

5. • 78% of internet consumers start product research online months in
advance of their purchase.
• Surprisingly, an estimated 45%-50% of businesses still don’t even have a
decent website.
• Customers don’t want to be sold to, they want to educate themselves
and make the buying decision.
• In the 25-34 year old age group, 84% leave a website they previously
liked because of bad user experience or advertising they found irrelevant.
• 83% of businesses and marketers now say that Facebook and other
social media are “critical” or “important” to their business marketing
efforts. The key is it’s a place to build relationships just like offline
networking.
• A proper web optimization campaign can cost as much as 62% less per
lead than traditional marketing efforts.
THE FACTS

6. The ultimate goal of your Online
Marketing plan should be to:
• Drive traffic to your website.
• Capture leads.
• Convert those leads into
customers.
• Create repeat and referral
business from those
customers.
THE ULTIMATE GOAL…

7. • Designing a user focused website is
the most important element in online
marketing.
• The goal of your website should be to
convert visitors into paying customers..
• A well designed website suggests to
visitors that you take pride in your
business and the way your site looks.
• The design of your website is super
important. Your success depends on it.
START WITH YOUR WEBSITE!

8. Your website represents who you are and what you offer. When people see it
for the first time they’re thinking:
– Am I in the right place?
– Is this site credible?
– Is it trustworthy?
– Is this a professional company?
– Is this company stable?
– Does this site make me feel welcome?
YOUR WEBSITE REPRESENTS WHO YOU ARE

9. START WITH YOUR WEBSITE!

10. Perhaps one of the biggest factors to keep visitors on your website is having
a good, solid navigation system. If people can’t find what they are looking
for, they will give up and leave. Important factors in a site’s navigation
include:
• Keep the structure of your primary navigation simple
• Include navigation in the footer
• Use breadcrumbs on every page.
• Include a Search box
• Don’t dig too deep
• Include links within your page copy
• Avoid use of Flash
NAVIGATION

11. START WITH YOUR WEBSITE!

12. • People don't want to be "sold" to.
• Make it easy for your prospect to see
themselves buying your product.
• Selling online is about education and clear
communication.
• Even though the purpose of a website is to
provide information about your products and
services, not everyone is ready to buy when
they first hit your site.
• Offer more than just product content. Provide
good images, videos, and other forms of
content that is educational.
• In product-specific content, write as if you are
speaking directly to your audience. Use words
like “you,” and “we”. Be transparent. Make
yourself sound human.
EDUCATE YOUR VISITORS

13. • What does "strategic content" mean? In a nutshell, it means creating content
that drives the user to a specific goal.
• Each and every page on your website should have one goal or desired task you
want users to take.
• Your goals and desired tasks could be a number of things:
• Getting your visitors to complete these desired tasks is the job of your content.
Your content tells people what to do with your website.
• Each word of your content should have a purpose. Remember, you are building
trust with your future customers. Trust = Sales.
• Make your content easy to read. Make your paragraphs short.
• Populate your website with products from your store and manufacturers and
designers you carry. GemFind has a solution for that..
STRATEGIC CONTENT

14. A call to action, or CTA, is a banner, button, or some
type of graphic or text on a website meant to prompt a
user to click it and continue down a conversion funnel.
The effect of a successful Call to Action (CTA) is to drive
a visitor to take a desired action.
– Make them bigger and bolder
– Consider colors of the CTA,.
– Offer CTAs that provide value,
– Make the CTA look clickable.
– Less is more
– Test when possible.
CALLS-TO-ACTION

15. • CTA Positioning - So you have Call-to-
Actions, but how will people find them?
• You want to think about where you will be
placing your CTAs. You don’t want to
place CTAs everywhere.
• Consider this:
• Segment your top-of-the-funnel and middle-
of-the-funnel offers.
• Place CTAs both above and below the fold.
Placing CTAs above the fold is important
because that area of a page gets the most
views. However, there are still other areas of a
page to promote your CTAs. Add some at the
bottom of pages and within body content.
• Some studies suggest placing CTAs to the
right of the page work better.
CTA POSITIONING

16. Here are some reasons why you really
need a blog:
– It creates fresh content and more
pages of content
– It helps establish you as an industry
authority and thought leader.
– It helps drive more traffic and leads
back to your website.
– It’s a great channel to converse and
engage with your audience and
customers.
– It’s a great way to get valuable
inbound links and traffic.
Blogging isn„t as difficult as you think.
BLOGGING

17. • Make sure that anyone visiting your
website can view it no matter what
browser or application they are using.
• In order to gain significant traffic, your
site needs to be compatible with
multiple browsers and devices.
• With growth in mobile phones and
tablet devices, people are surfing the
internet more than ever before.
• Make sure to get some of those
viewsby allowing everyone to view
your site, no matter what kind of
system they run or which browser they
use.
• Responsive websites are a must..
ACCESSIBILITY

18. • Definition: Search engine optimization (SEO) is
the process of affecting the visibility of a website
or a web page in a search engine’s “natural” or
un-paid (“organic”) search results
• SEO is an absolute must-have to any website
strategy, but it takes hard work and consistency
when aiming for the top spot. These tips will
help get you on your way to increasing your
organic (non-paid) search engine rankings.
• Find keywords that best suit your business and
start working on them. Build content around
these search
• How fast you climb in ranking depends on a
number of factors:
– Strength of your competition.
– Quality of the content on your website.
– Number and quality of backlinks pointing back to
your website.
– On-page SEO and clean code.
SEARCH ENGINE OPTIMIZATION

19. On-Page SEO consists of placing your most
important keywords within the content
elements of your actual pages. Often times
on-page SEO is referred to as “keyword
density.”
•Some Pointers:
– Pick a primary keyword for each
page and focus on optimizing that
page for that word.
– Place your primary keywords in
your headline and sub-headline.
– Include the keywords in the body
content but don't use them out of
context.
– Include keywords in the file name
of images (e.g. threestonering.jpg)
– Include the keywords in the page
URL
– And lastly, write for humans first,
search engines second.
ON-PAGE SEO

20. • Every website on the internet has the
goal of reaching the #1 position in
search engines but because there is
only one top spot per keyword phrase,
not everyone can make it.
• Off-Page SEO is about building
inbound links, essentially getting
other quality websites to link back to
you.
• Link building, when done right, isn’t
easy since adding links to other
websites is sometimes out of your
control.
OFF-PAGE SEO

21. • Create high-quality, educational or
entertaining content. Make sure your
contents are sharable.
• Submit your website to online
directories
• Write guest posts for other blogs. This
is a win-win for both parties. People
will want extra (quality) content from
others and in exchange, it’s a great
way to build inbound links.
• Researching link building opportunities
with other websites, but always check
the authority of the websites that you
are trying to get links from.
LINK BUILDING

22. • Make sure to have
social sharing on all
products
• Display link to your
Face book..
• Include Multiple Social
Media Channels
• When products are
shared more, more
people land on that
page..
SOCIAL SHARING

23. • Definition: Social media refers to the
means of interactions among people in
which they create, share, and exchange
information and ideas in virtual communities
and
• The entire goal of your social media
strategy should be to get people to your
website by expanding your sphere of
influence.
• The number one mistake we see business
owners make is spending too much time on
social media. If you are spending all day on
Twitter and Facebook how much time are
you spending on your business? Use social
media to spread the word.
• Focus on your business, let social media
spread your communications.
SOCIAL MEDIA

24. Email Marketing
• Focus on an opt-in strategy. if you‟re buying
email lists and spamming your prospects,
no one will want to share your email with
others. They will only want to unsubscribe!
The first step to email lead generation is to
make sure you have happy subscribers that
enjoy receiving emails from you.
• Send people valuable offers. if you send really
interesting or valued offers - whether it‟s
downloads, discounts or educational
content, people will more likely share your
emails with their friends or colleagues.
• Give people the tools to share. Don‟t forget to
add a “forward to a Friend” link or social
media sharing buttons within each email so
people are encouraged to pass it on.

25. • Normally 5% to 7% of your
revenue should be devoted to
overall marketing
• Out of that, at least 25% to
30% should go towards online
marketing the first year
• Measure the success of your
online marketing efforts at the
end of the first year
• Increase or reallocate and
adjust that budget the
preceding years.
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1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
WHAT SHOULD BE THE MARKETING BUDGET

26. THE INTERNET HAS CHANGED EVERYTHING.
Internet usage is growing rapidly and you need to be there when potential
buyers come looking. A business website may be the most important factor
in your marketing strategy, but it’s more than just having a website, it’s the
integration of SEO, social media, blogging, content, CTAs and landing
pages that will drive traffic, leads and sales. After all, these are the
components that generate sales and revenue for your business.
Online marketing is the key to filling your sales funnel with qualified leads
and your website is where education, engagement and conversion
take place.
CONCLUSION

27. QUESTIONS?
GemFind 800-373-7373